SAN DIEGO DESIGN WEEK

With the San Diego Design Week branding, I wanted to create a dynamic logo that represents San Diego’s diverse creative community. Something approachable that naturally encourages collaboration. The design system allows for limitless variations as it merges a custom alphabet with colors and typography inspired by constructivist, modernist, and brutalist elements. The logo and its permutations are a visual metaphor for inclusion and diversity during a pivotal time in society. With this in mind, I wanted the brand to be recreated and molded by the participants themselves—using a microsite that acts as a bridge between the festival, the speakers, the students, and the organizers. The final result is a democratized tool that people can use to design their own logos, digital posters, and guerilla art pieces.